After storming the FMCG space, Baba Ramdev now wants you to wear “shudh desi swadeshi” jeans

Patanjali is almost making everything that is required in daily needs. Now, Baba Ramdev wants you to move to ‘Swadeshi’ jeans, which will be similar to the Indian clothing and in line with Indian culture and tradition.

"Jeans is a western concept and there are two things we can do with western concepts. Either boycott them or adopt them but customize them to suit our traditions. Jeans have become so popular that they cannot be taken away from the Indian society. Swadeshi jeans will be Indianised jeans in style, design and fabric," Acharya Balakrishna told ET.

"Our jeans for women will be loose so that they comply with Indian cultural norms and are also comfortable for them. Indian families will find our swadeshi jeans concept very comfortable," he further said.

Balakrishna told that the jeans will be made up of pure cotton and since there is an increasing demand of jeans in India, especially by women, this need was acknowledged by Patanjali.

"Denim jeans that people wear these days come from abroad or are manufactured here by western companies. They are all based on designs and cultural patterns of foreign countries. These are not suited to Indian culture. Our jeans will be similar to many Indian clothes. This will make Indian women feel comfortable too," he told ET.

"We got this idea to manufacture swadeshi jeans because every year there is a lot that Indians spend on buying jeans that largely come from big companies. We want to make sure all the jeans we wear are home made," he said.

Patanjali is already manufacturing more than 500 FMCG products and is now deciding to step into the fashion business.

Ramdev had announced his company will soon venture into the apparel market, making both traditional and modern clothes for men and women as part of an ambitious expansion plan.

He further added Patanjali is committed to produce quality products and has sup research and development units where about 200 scientists work, which has forced multinational companies to come out with their R&D plans.